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Assistant Advertising Manager
The Assistant Advertising Manager of a corporation works with the advertising director to develop an advertising program for the company. The individual will assist the director of the department in estimating and/or developing an annual budget and implementing the program. In some corporations there are large advertising departments filled with artists, copywriters, researchers, and media buyers. In others there might be just a director of advertising or a director and an Assistant Advertising Manager. Depending on the size and structure of the corporation and the advertising department, the individual will have varied duties.
It is part of the responsibility of the Assistant Advertising Manager to develop advertising campaigns and programs that are both effective and cost-efficient. He or she has to know the company and its products inside out. With this information the individual can create innovative ads and promotions that will attract consumers and sell products. In certain corporations the Assistant Advertising Manager is responsible only for the advertising of a specific product. For example, the individual may work for a corporation that produces women's cosmetics, men's hair products, and a line of vitamins. The Assistant Advertising Manager may just be responsible for developing the advertising program for the women's cosmetic line.
If the corporation is not very large or the company does not have its own researchers, the Assistant Advertising Manager may be expected to do research. He or she may research the company's prior advertising campaigns and their effectiveness or may delve into consumer buying trends. The individual may do profiles on those who use the company's products in order to develop better advertising programs. He or she might also evaluate secondary research done by others. The Assistant Advertising Manager may be required to write questionnaires for consumer information files or supervise research interviews.
The Assistant Advertising Manager works with the director of the department in preparing annual media budgets. The individual is often required to do a lot of the legwork associated with this function. He or she may have to obtain rate cards, discount information, and demographics from various media, as well as meet with media representatives. Media costs can then be estimated for the coming year. In some companies the advertising department reviews the advertising expenditures of competitive companies. This responsibility usually falls to the Assistant Advertising Manager. Depending on the size of the corporation and the advertising department, the Assistant Advertising Manager may be responsible for writing copy, creating graphics, and doing layout for print ads. He or she might also create storyboards and scripts for television or radio commercials or oversee their production and taping. Conversely, the individual might supervise others in the department who are performing these tasks or may be required to hire freelance or outside people.
The Assistant Advertising Manager is often required to place ads, purchase space or time on television or radio, and come up with promotions. In certain corporations the advertising department carries out functions of promotion and marketing. In others the department develops advertisements for promotions that have been created by the promotion or marketing department. The Assistant Advertising Manager may be responsible for checking billing, authorizing payments, and keeping accurate records. He or she might be required to make sure that copy for ads is accurate, that all ads are reviewed by the director or other proper people, and that ads and commercials are delivered to the media in time for placement. The Assistant Advertising Manager in the corporate world is often expected to assist with the development of ideas for new products and new product names. He or she may be required to meet with the advertising director, promotion manager, public relations director, or marketing manager to discuss new ideas for advertising and implementation of company products.
The Assistant Advertising Manager is responsible to the director of the advertising department. In certain corporations there is no advertising director. Instead, the marketing director is the immediate supervisor of those working in the advertising department. The Assistant Advertising Manager is required to work normal business hours, as well as overtime when projects need to be completed or deadlines must be met.
Salaries
Earnings for Assistant Advertising Managers working in the corporate world vary greatly, depending on the job description and location. Individuals can expect salaries to range from $23,500 to $58,000 plus. Variables in compensation include the size, location, and prestige of the corporation and the experience and responsibilities of the individual. Those working in smaller companies average salaries between $23,500 and $27,000 a year. Mid-size companies may pay Assistant Advertising Managers between $26,000 and $40,000 annually. In larger corporations individuals in this position may earn up to $58,000 or more.
Employment Prospects
Employment prospects are fair for those seeking employment as Assistant Advertising Manager in corporations. Individuals may find job opportunities located throughout the country. More and more corporations today are using in-house advertising departments instead of advertising agencies. This trend is expected to continue in the coming years. Individuals with limited experience may find employment prospects better if they look into smaller corporations.
Advancement prospects are fair for Assistant Advertising Managers.
Some people may advance by keeping the same job title but moving to a larger, more prestigious corporation that provides increased earnings. Others climb the career ladder by becoming the director of the advertising department. In order to advance, individuals must be conscientious, creative, and innovative while performing their jobs.
Most corporations require that individuals hold four-year college degrees.
Good choices for majors for those interested in working in corporate advertising include advertising, marketing, public relations, communications, liberal arts, English, or business. Graduate degrees are often useful to those who seek rapid advancement.
Experience
The Assistant Advertising Manager working in a large or mid-sized corporation is usually required to have experience in advertising. This might come through an internship or training program. Other individuals obtain experience working in the advertising, marketing, or promotion departments. On occasion smaller companies might hire someone right out of college if his or her résumé looks good and the individual shows talent. Working in a smaller company is also a good way to gain experience. Assistant Advertising Managers should be creative and innovative people. A complete understanding of the advertising industry is necessary. Individuals should have copywriting skills as well as a knowledge of graphics and layout. The successful Assistant Advertising Manager is articulate, aggressive, personable, and persuasive. He or she should have a working knowledge of all advertising techniques, processes, and policies.
Assistant Advertising Managers working in corporations do not belong to any union.
They may belong to a number of trade associations. These groups provide members with informational and educational seminars, conferences, and materials. They also provide a forum for individuals working in the advertising industry.
These groups include the American Advertising Federation (AAF), the Direct Marketing Association, Inc. (DMA), the Advertising Club of New York, the Advertising Research Foundation (ARF), Advertising Women of New York, Inc. (AWNY), Business Marketing Association (BMA), and the Association of National Advertisers, Inc. (ANA). Individuals might also be members of trade associations that are specific to their particular corporations.
Entry tips
1. Large corporations may offer internships or training programs. These are useful because they give you hands-on experience and help you make important contacts.
2. Join trade associations - especially those that offer student memberships. These groups can often provide you with job information and leads.
3. Read the trades. These magazines frequently advertise job openings and keep you up on current trends in advertising. If you can't find them in your local library or magazine store, write to the publisher about a short-term subscription.
4. Jobs are also advertised in the newspaper classified section. Look under category headings of “Business,” “Advertising,” or “Corporations.”
5. Attend seminars in all phases of advertising. Not only will you hone your skills, but you will also make more professional contacts.
6. Check out job opportunities online. Many companies have job openings listed on their Web site.